New Balance Classics

New Balance Classics is the lifestyle range of New Balance, which was founded in 1906 by William J. Riley, a British immigrant who aimed to improve shoe fit through arch supports and other accessories. The name came to be when Riley observed his chickens in his backyard, noting that a three-toed foot best supported a body. In turn, the arch supports featured three prongs based on the chicken’s foot. To him, this was the “new balance”. The brand gained its reputation by selling its arch supports to firefighters and policemen, and continued to sell mostly arch supports until 1960. The company’s first recognisable sneaker, the Trackster was the first running shoe with a ripple sole, available in varying widths. It was not until the ‘70s that the ‘N’ logo was featured on the shoes, which gave New Balance its instantly recognisable aesthetic. New Balance expanded to include workout wear in 1978, utilising Gore-Tex technology, an innovative fabric that’s still used to this day.

THE ICONIC has a handpicked edit of New Balance Classics lifestyle shoes and apparel designed to bring comfort and performance to the street. From the signature 574 sneaker to moisture-wicking tees and lightweight hoodies, we’re your one-stop shop for all your sport's lifestyle essentials.